Brand Tone

Relatable & Empathetic, Supportive & Community-Focused, Authentic & Vulnerable, Informal & Youthful, Slightly Edgy & Frank

Brand Values

• •Mental Health Advocacy
• •Community Building
• •Authenticity
• •Vulnerability
• •Comfort & Quality
• •Giving Back

Best Practices

• •Embrace Relatability: Use 'we' and 'you' to foster a direct connection. Share or allude to common, everyday stressors and anxieties that the audience can identify with. Keep language grounded and avoid overly academic or clinical terms unless explaining a specific concept in an accessible way.
• •Prioritize Empathy & Support: Ensure the copy always comes from a place of understanding and validation. Phrases like 'it's okay,' 'you're not alone,' and 'we get it' reinforce the supportive nature of the brand.
• •Maintain Authenticity: Be genuine. If using humor, ensure it's kind and inclusive, not dismissive of mental health struggles. Share the brand's story and values openly. User-generated content and real testimonials can bolster this.
• •Adapt to the Platform, but Keep the Core Voice: While TikTok copy can be more informal and meme-heavy than a website's 'Our Story' page, the underlying values of empathy, community, and mental health advocacy should remain consistent. The core message shouldn't be diluted, even if the delivery style changes.
• •Create a 'Voice Guide' Snippet: Develop a short internal document with key phrases, 'words we use,' 'words we avoid,' and examples of on-brand and off-brand messaging. This helps ensure anyone creating content understands and can replicate the Stressed Collective tone consistently. Include reminders about the mission and core values.

Social Perception

Positive & Appreciative, Relatable & Necessary, Trustworthy, Fashionable with a Purpose

Copy Examples

• •Instagram Post (Product Focus): Some days, just existing is a win. Our 'Emotionally Exhausted' hoodie gets it. Super soft, super cozy, because you deserve comfort, always. You're not alone in this. 🫂 #StressedCollective #MentalHealthMatters #ItsOkayToNotBeOkay #ComfyClothes
• •TikTok Video Caption (Humorous/Relatable): POV: Your brain has 7 tabs open, and they're all buffering. 🫠 At least your outfit can be sorted. Our new 'Overthinkers Club' tee just dropped. Link in bio before your brain adds it to the 'what if' list. #StressedButWellDressed #AnxietyIsReal #Overthinker #StressedCo #FunnyAndTrue
• •Website Banner (Community Focus): More Than Just Clothes. This Is Stressed Collective: A Community Where Your Feelings Are Valid, Your Struggles Are Seen, and It's Always Okay to Not Be Okay. Join Us. #YouAreNotAlone
• •Email Subject Line (Promotion): Feeling it? 🌪️ Unwind with 15% off our softest stress-relief wear. *Email Body Snippet:* Hey, we know life gets LOUD. That's why we make clothes that feel like a hug. For a limited time, get 15% off your order and wrap yourself in some Stressed Collective comfort. You've got this.
• •Instagram Story (Interactive/Engaging): *(Image: A stylish flat lay of a new product next to a journal and a cup of tea)* Weekly Check-In: How are you *really* doing today? ❤️ Thriving 💛 Surviving 💙 Overwhelmed DM us your thoughts or just a 🫂 if you need it. We're here. #StressedCollectiveCommunity #MentalWellness